KOLKATA: Samsung Electronics cut prices of its top-selling television models for the second time in two months in an attempt to consolidate its leading spot and prevent loss of market share as it did in the smartphone segment, three senior industry executives said.

The price reduction ranges from about 5% (Rs 1,000 to Rs 2,500) in the 32 to 43 inch screen size segment, which accounts for 80% of the television market by volume, to 15% (Rs 45,000) for the 75-inch models. In June, Samsung had lowered prices by 10-20% for some other models.

Industry executives said this is the first time Samsung has cut prices of new models less than two months after launching them because the South Korean giant wants to stay ahead of online focused brands such as TCL, Xiaomi, BPL, Vu, SanyoNSE 0.00 % and Kodak, which have already cornered about 14% share of the market.

“Samsung is trying to match up with the prices of the price-aggressive television brands who are slowly gaining share. The price cut has been done on the entry-level models for each size to offer customers good value for money,” said Vishal Mewani, director of the 26-store Mumbai-based electronics chain Kohinoor.

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